【作者】 孙博；

【导师】 戚桂杰；

【作者基本信息】 山东大学 ， 工商管理（专业学位）， 2013， 硕士

【摘要】 随着全球化的经济发展趋势加剧,外资银行大量涌入,中国的金融改革愈发深化,在相同的时间内,互联网、信息技术飞速发展,传统的商业银行业务不断创新,这些都对银行的经营模式产生了深远的影响,对其快速反应市场需求方面提出了更高的要求。在这种新的形势下,作为一个新成立的全国性股份制银行的二级分行,S银行L分行迫切需要建立和加强客户关系管理,巩固和提高市场竞争力,以适应分行发展的战略需求。本文作者以管理信息系统思想为主线,对S银行L分行实施CRM系统展开研究。首先,介绍了论文研究背景、目标及意义；其次,对分行客户关系管理现状和存在问题进行深入分析,通过对分行业务发展情况和现有信息系统使用情况的分析,找到分行客户关系管理存在的主要问题和原因,进而提出了实施CRM系统的必要性和可行性,为下一步设计CRM系统方案奠定了基础；然后,采取问卷调查和定性分析相结合的研究方法,对分行整体战略目标详细分解,明确分行客户关系管理战略目标,提出CRM系统的功能需求,对客户关系管理业务流程进行了优化设计,分析了CRM系统在部门及营业机构层面的详细业务需求；最后,以上述内容为基础,制定了分行CRM系统设计方案,针对系统需求分析给出了系统架构和功能模块设计,提出分行实施CRM系统的配套措施,并对系统预期效果予以说明。本文的创新点体现在：(1)采用调查问卷统计分析和战略目标分解定性分析相结合的研究方法,为客户关系管理业务流程优化提供理论和现实依据,使优化后的业务流程更加贴近分行业务实际,满足业务人员工作需求。现有研究大多是以软件工程的思想为主线,侧重研究技术实现方式,对管理流程优化关注不够。(2)CRM系统设计是在整合分行内部现有管理信息系统的基础上,强调系统与业务的有效融合,实现银行系统建设的平稳过渡,在需求分析中充分考虑支行、营业部等基层人员的特殊需求,对于相关规模的商业银行及其他金融机构实施CRM系统,具有一定的典型性和参考性。更多还原

【Abstract】 With the intensified global economic trends, the influx of foreign banks, China’s financial reform is increasingly deepening.At the same time,the rapid development of the Internet, information technology,traditional commercial banking business continuous innovation,these have had a profound impact on the bank’s business model,and put forward higher requirements on its rapid response to market demand.In this new situation,as a branch of a newly established national joint-stock bank,L branch, S bank urgent need to establish and strengthen customer relationship management,must consolidate and improve market competitiveness to adapt to the branch development strategy.This article of the main line is the management of information system thinking,makes a study on implementing CRM system in L branch,S bank.Firstly, introduces the thesis background, objectives and significance;Secondly,in-depth analysis of the customer relationship management situation and existing problems of L branch,S bank,through situation analysis of the branch business development and the use of existing information system,find the main problems and reasons of the branch customer relationship management,then analysis the necessity and feasibility of implementing CRM system,laying the foundation for the design of CRM system;then approaches a combination method of survey and qualitative research,to make a decomposition in detail on branch’s overall strategic objectives, to clear branch’s customer relationship management strategic objectives,to propose CRM system function needs,to optimized design on customer relationship management business processes,to analysis CRM system business needs at the level of departments and business institutions;finally,on the basis of the above-described content,developes the design plan of CRM system contrary to the system requirements analysis,makes a system framework and function module design,proposes supporting measures for implementing CRM system in L branch,S bank,describes the expected effect of CRM system.The innovation of this paper is reflected in:(1)approaches a combination method of the questionnaire statistical analysis and the strategic objectives decompose qualitative analysis,provides the theoretical and practical basis for customer relationship management business process optimization,makes optimized business processes closer to the actual business of the branch,meets the operational staff work needs.Existing studies based on software engineering thinking, research oriented technology implementations,do little focus on management process optimization;(2)CRM system design is the integration of the branch of existing internal management information system,emphasis on effective integration of systems and business, achieves a smooth transition of banking system,give full consideration to the special needs of the branches sales department and other junior officers in the demands analysis.lt has some typical and reference for the relevant scale commercial banks and other financial institutions.更多还原